FedEx Express Canada "Marks the Spot" With Worldwide Treasure Hunt

    New FedEx Campaign Showcases Leadership in International Shipping

    TORONTO, Sept. 26 /CNW/ - "X" marks the spot to dig for prizes in the
latest promotion from Federal Express Canada Ltd. Created by Rapp Collins, the
highly-visual pirate and treasure theme promotes international shipping
encouraging FedEx customers to "dig for treasure in one of more than 220
countries and territories worldwide that FedEx delivers to" for a chance to
instantly win one of 1,500 prizes.
    "The worldwide treasure hunt concept is very clever and we're
anticipating an excellent response," says Elena Riolo, senior marketing
specialist, Brand Advertising and Strategy, FedEx Express Canada. "The
promotion encourages our customers to ship all their international shipments
with FedEx, and it's a great way to showcase our capabilities in international
shipping while adding a little fun to our customers' day."
    The promotion runs nationally until November through multiple channels,
including targeted direct mail, e-mail,, online media, retail
point-of-sale at FedEx World Service Centre(R) and FedEx Authorized Ship
Centre(R) locations. It also includes four internal front line employee
    "The entire "X Marks the Spot" contest promotion fits with the marketing
objectives set forth by FedEx," says Andrea Cook, account director, Rapp
Collins. "By tying in a worldwide treasure hunt we're able to engage the
international shipper, offering them a unique shipping experience and added
value for shipping with FedEx. In short, it gives them yet another reason to
choose FedEx for their international shipping services."
    For every international FedEx Express(R) or FedEx Ground(R) shipment a
customer makes, they can "dig for treasure" with a chance to instantly win one
of 1,500 prizes with a total prize value of more than $90,000. Contest
participants are directed to register at
    Every time they make an international shipment, shippers are encouraged
to enter their tracking number to reveal a treasure map. Contest participants
can then hunt for treasure by picking a country where they think the treasure
is buried, marking it with an "X" and digging to see if they've found a
treasure. The more international shipments a customer makes, the more chances
they have to "dig for treasure" and win.
    Daily prizes to be given away include popular electronics, gift
certificates and cash. Trips for two to Europe, China, Mexico and Las Vegas,
will also be given away weekly.

    About Rapp Collins Canada

    Rapp Collins Canada ( is part of the Rapp Collins
Worldwide network, a global leader in database and customer relationship
marketing. Rapp Collins works collaboratively with their clients to develop
innovative communication strategies and results-driven creative solutions.
Rapp Collins is an integrated business unit of Canada's top creative
communications agency, DDB Canada. Select clients include UNICEF Canada,
SickKids Foundation, Canadian Blood Services, FedEx Canada, Yellow Pages
Group, Subaru Canada, Dell Canada and Esso.

    About FedEx Express Canada

    Federal Express Canada Ltd. is a global logistics and transportation
company offering domestic and international shipping and electronic commerce
solutions. The company uses real-time package status tracking systems,
automated customs clearance services and a dedicated air and ground
transportation network to serve Canadian and global markets. FedEx Express is
dedicated to being the nation's "employer, neighbour and shipper of choice."
FedEx Express employs approximately 5,000 people in over 60 facilities

For further information:

For further information: Shari Balga, DDB Canada, Direct: (416)
972-5832, Cell: (416) 727-4101,; Karen Cooper, FedEx
Express Canada, Direct: (905) 212-5372, Cell: (647) 404-8770,

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